The west coast of Ireland is world renowned for its beauty, comprising sweeping beaches, rocky coves and crashing waves. Yet for the visitor, exploring this spectacular landscape could be difficult at times, often falling short of its potential to draw and retain tourists in the region. The Paul Hogarth Company was asked to consider how the entire 2500Km coastline could be sensitively developed into a coherent visitor experience, navigating a continuous driving route along its length, while helping to further drive the economies of the western seaboard.
The process commenced with an appreciation of the natural and historic landscape, with an analysis of potential routes and engagement with stakeholders. The result, working with the Failte Ireland client team and specialist branding consultants, was the formation of The Wild Atlantic Way. The Paul Hogarth Company was further engaged to design and deliver wayfinding and interpretation infrastructure, including design of the now iconic markers and signature destination points.
It is difficult to overstate the success of the Wild Atlantic Way, with an 11% increase in visitors in its first year and by 2018, 3.8 million international and 5 million domestic visitors, spending €2.7bn and supporting 83,000 jobs. This project vividly demonstrates the importance and potential impact of The Paul Hogarth Company’s landscape led approach.
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